GUIDES TO SUCCESSFUL TRADE MARKETING
Live-Online Training: N210,000
Classroom Training: N 280,000
3 - 4 participants: 5% discount
5 or more participants: 10% discount
(Available also for Customised Training by Duration, Venue & Fee)
Programme Description
This is the discipline of marketing that relates to producers of products and services increasing the demand at wholesaler or distributor, as well as retailer levels without disrupting brand management activities at the consumer level.
It works well as a strategic alliance between producers and distributors, such that both parties develop joint activities of merchandising, promotion, and advertising at the point of sale.
The overall objective is to increase the demand of the customers and consumers for the product/brand.
Programme Objectives
By the end of this session, participants will be able to:
§ Create Trade Marketing Strategy
§ Identify ways to create buzz for market attention
§ Articulate methods of trade marketing
§ Identify tools of trade marketing
Course Contents
DAY ONE
The Battles of Products and Service Producers for Channels Control
- the battle for credibility
- the battle for shelf space
The requirements of channel balance, especially, geographically
Management of Sales Channel Partners
- what a Wholesaler does
- what a Distributor does
- what a Retailer does
New channels to improve the turnover on the point of sales
Marketing skills that support Trade Marketing
- Strong understanding of the market
- Effective USP
- Consistent brand message
- Clever communications copy.
DAY TWO
Creating Trade Marketing Strategy
- Research for customer behaviours
- Work on effective branding
- Proposition channel partners
- Public Relations and Advertising agenda
Ways to Create Buzz for Market Attention
- Contending with busy audience diverse agenda
- Coping with Channel Partners diverse agenda
Methods of Trade Marketing
- Trade Shows
- Road Shows
- Promotions
- Digital Marketing - emails, social media, etc
- Win-Win Relationships
- Advertisements
Tools of Trade Marketing
- Display boards
- Kiosks
- Banners
- Posters, brochures, flyers, P.O.S. items
DAY THREE
Category Management
Trade Coverage Planning
Benefits to Target
- Channel Partners promoting your product more
- Supply chain levels supporting your product supply to meet demand
- Volume sales to promote cash flow and profitability
- Bringing up new market relationships
- Opportunities for up-selling and cross-selling other products.
Challenges
- Clever approaches to trade marketing that delivers
- Effectiveness of merchandising
- Discounts and margins